Conviction Makes Selling Easy
Sell Or Be Sold by Grant Cardone
If there’s one thing that makes all the difference when you’re trying to influence a certain outcome, it’s conviction.
Whether you’re pitching to a landlord, negotiating a deal or trying to win someone over, your belief in what you’re saying has to be undeniable. People can feel it. It comes through in how you speak, how you carry yourself and whether you actually believe what you’re saying. And if you do, it’s hard for anyone to argue with you.
This really clicked for me after reading Sell or Be Sold by Grant Cardone when I was 18. It’s a fantastic, easy-to-read book on sales that I’d highly recommend. One of the key lessons that stuck with me was this: you’ve got to be fully convinced that your product or service is the right option. Not kind of. Not probably. Completely.
Because if you’re not sold on it, how are you going to sell someone else?
The Two Types of Conviction
There are usually two ways people go about it.
One is by forcing it. They tell themselves their offer is amazing, even when deep down they know it’s not.
The second — and the only one that really works — is by building or offering something you genuinely believe in.
Back when I worked at SCS selling sofas, I knew the true quality of most of them. As a customer, you’d just see the nice showroom layout and hear the usual sales pitch. But working there, I saw what was under the hood.
A lot of the fabric sofas had weak frames. The cushions would start sagging after a year. Some of the recliners were known for breaking. So how could I be sold on that? Would I have bought it myself? No chance.
Building Real Conviction
Fast forward to today. Our serviced accommodation business is something I’m genuinely proud of. I firmly believe we’re in the top 1 percent of operators when it comes to standards, attention to detail and how we run our properties.
We offer landlords the usual things you’ll hear from every operator - guaranteed rent, 24/7 showroom condition, no voids, no fees, minor maintenance handled. But it’s how we do it that sets us apart.
We go the extra mile. We invest heavily into our setups. We don’t cut corners. We communicate clearly. We respond fast. We use high quality paints and materials. We take time with every single unit we launch.
We spend more than most because we operate at a higher standard. And that makes the whole thing so much easier to sell.
Confidence Without the Pitch
So when I speak to landlords and property owners, I don’t need to oversell anything. I just tell them what we do. The belief is already there. I’m fully convinced that if they choose us, they’ll have a better experience.
That conviction naturally carries through in my tone. I’m not reading off a script. I’m just proud of what we’ve built and how we operate.
Even if you don’t have a big portfolio yet, you can still have conviction.
It comes from your ethics, your standards and your long term vision. You’re not in this to make a quick buck. You’re here to do things properly. And that belief alone will put you ahead of most.
To Summarise
By selling something you believe in, it makes everything way easier.
Because when you’ve got conviction, everything changes.
You don’t need to prove yourself in every sentence.
You don’t need to shout.
You don’t need to beg anyone to trust you.
You just speak with your heart and passion
And people feel it.
Conviction leads to conversions.
Simple as that.
